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Using Buying Motives Part I

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Presentation on theme: "Using Buying Motives Part I"— Presentation transcript:

1 Using Buying Motives Part I
Selling LAP 102

2 Objectives A. Explain why customers buy.
B. Classify customer buying motives.

3 Explain why customers buy.
Objective A Explain why customers buy.

4 All People Have Needs and Wants.

5 Something required or essential which is lacking
A Need . . . Shelter Food Something required or essential which is lacking

6 ? ? ? A Want . . . People can have a variety of needs
and wants at the same time. A Want . . . Once a need /want is satisfied, people can concentrate on others. ? ? ? Something desired but not always essential

7 People Do Not Want and Need the Same Things at the Same Time.
This difference accounts for the variety of goods and services available. The car you want may not appeal to your neighbor.

8 Needs and Wants Change. As you go through life, needs/wants may change or become less important. When you get older, the professional image of a briefcase is desired. In high school you might want a backpack.

9 Many Factors Cause Needs/Wants to Change.
Educational level Age Marital status Parenthood Income level

10 Many Factors Cause Needs/Wants to Change.
Place of residence Influence of friends and relatives Culture Seasons of the year Economic conditions

11 People Buy Goods and Services to Satisfy Needs and Wants.
Product: Reasons for buying: People buy the benefits which products/services offer. To be like their friends For comfort For protection

12 People Buy Goods and Services to Satisfy Needs and Wants.
Product: Reasons for buying: The image they think it represents Fuel efficiency Its ability to handle well in the snow

13 People Buy Benefits–Not Features
Features are important only in terms of how they benefit the customer. The feature is meaningless if it doesn’t benefit the customer. If customers never drive in the snow, how interested would they be in a car that handles well in the snow?

14 People Buy Different Benefits
To save time To get cleaning power

15 must determine desired benefits.
For sales success . . . YOU must determine desired benefits.

16 Buying Motives Reasons or benefits that cause people to purchase products to satisfy their wants and needs

17 A customer needs food and wants a steak at a certain restaurant.
Why Buy a Steak? A customer needs food and wants a steak at a certain restaurant. Buying Motives To be viewed as a certain type of person To make business contacts To socialize with others in age/professional group

18 A customer needs clothing and wants to buy a navy blue blazer.
Why Buy a Blazer? A customer needs clothing and wants to buy a navy blue blazer. Buying Motives The blazer is stylish. Everybody has one. He thinks he looks good in blue.

19 Customers Know/Don’t Know Their Buying Motives
Why am I buying this? ?

20 Knowing customers’ needs, wants, and motives lets you tailor your presentation to each customer.

21 Motives Change From customer to customer From time to time

22 Jake’s Cars As empty nesters, Jake’s family wanted a fuel-efficient car that was easy to maneuver. Jake knew he’d be the envy of his friends in a new sports car. As Jake’s family grew, they needed a vehicle with lots of room, comfort, and safety.

23 Classify customer buying motives.
Objective B Classify customer buying motives.

24 Categories of Buying Motives
Rational Emotional

25 Fear Emotional Motives Feelings, Emotions, Impulses Adventure
Affection Appearance Customers often unaware of them Easily influenced by advertising and current styles Change/Variety Comfort/Convenience Fear Health Leisure time Pleasure Recreation Recognition Feelings, Emotions, Impulses Social or group approval Security

26 Quality of workmanship/materials
Accuracy Rational Motives Convenience Pros and cons Customer awareness Bottom line Money’s worth Durability Dependability Efficiency Economy Increased production Health Knowledge Low cost/maintenance Profit Quality of workmanship/materials Reason, Judgment, Logic Safety Service Simplicity Versatility

27 Relationship of Emotional and Rational Motives
Combine Conflict

28 Rational Motives Emotional Motive Ease of operation Economy
Time savings Emotional Motive Increased leisure time

29 Emotional Motives Rational Motives Appearance Prestige Durability
Quality Versatility

30 Emotional Motive Appearance Rational Motive Quality

31 $ We all have emotional motives for buying certain items, but we like to justify spending our money.

32 “But I really do need that gold-plated electric shaver.” People prefer to believe that they are buying on the basis of rational motives.

33 Responsibilities of Salesperson
Pointing out benefits that appeal to customer’s rational thinking Comparing lists of rational and emotional motives to find out which motives appear on both lists Determining if the customer is buying for emotional or rational motives Focusing sales presentation on the customer’s buying motives

34 Patronage Motives Customer makes purchases in one business rather than another. These motives can be rational or emotional. Joe’s Bakery Karen’s Baked Goods

35 Examples $ Customer services and policies Price Courteous sales staff
90 Days Same as Cash! Price Courteous sales staff Product Product assortment Fashion

36 MarkED Acknowledgements Original Developer
Christopher C. Burke, MarkED Version 1.0 Copyright  2000 MarkED Resource Center

37 Digital-based photography sources:
CORBIS CORP. Small Business Obj. A: #052 Photos copyright 1998 Corbis Corp. 750 Second Street, Encinitas, CA 92024 DIAMAR People & Lifestyles Vol. 3 Obj. A: #PEO_04, #PEO_13, #PEO_16 Obj. B: #PEO_03 Photos copyright Diamar Interactive Corp. 600 University Street, 1701 One Union Square, Seattle, WA DIGITAL STOCK CORP. Business & Industry Obj. A: #008

38 Digital-based photography sources:
EYEWIRE IMAGES Corporate Life Obj. A: #CLI_003 Photos copyright Eyewire Inc. 833 Fourth Ave. SW, Suite 800 Calgary, AB, Canada PHOTODISC, INC. Family & Lifestyles Vol. 15 Obj. A: #308 Photos copyright PhotoDisc, Inc. 2013 Fourth Ave., Seattle, WA 98121 STUDIO GEAR People & Professions 2 Obj. A: #SP2019 Photos copyright Image Club Graphics

39 Digital-based photography sources:
T/MAKER COMPANY ClickArt Photos Obj. B: #TRNGR020 Photos copyright T/Maker Company; 1390 Villa Street: Mountain View, CA 94041; tel. (415) Copyright 1994, all rights reserved. ClickArt is a registered trademark of T/Maker Company. ClickArt Images copyright by T/Maker Company. All rights reserved.

40 Copyright: All photographic digital images on this CD are owned by the aforementioned photographic resources or their licensors and are protected by the United States copyright laws, international treaty provisions, and applicable laws. No title to or intellectual property rights to the images on this CD are transferred to you. These sources retain all rights and are not to be used, digitally copied, transferred, or manipulated in any way. To do so is a violation of federal copyright laws.


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